Name- Brijesh yadav

Course- mms
Roll- 23
Subject- marketing
management
Topic- marketing plan
for mdh masale.
Introduction
 Mahashay Chunni Lal Gulati setup the masala
company in 1919 in sialkot.
 It has a network of over 1000 Stockists and
over 4 Lacs retail dealers.
 They have a number of spices packed in
beautiful consumer pack of different sizes (10g
to 500g) in a day.
MARKETING BACKGROUND
At the age of 94, Dharam Pal was the
highest paid FMCG (Fast Moving
Consumer Goods) CEO in India in 2017.
Dharampal Gulati of MDH took home
over Rs 21 crore as salary last fiscal
year.
They have a sale of more than 40 crore
unit in a year.
BUSINESS REVIEW
 Innovation seems to be the key in staying
ahead in the competition with the companies
and MDH masale does exactly that.

 From value-added spices and curry powders,

most have migrated to blended masala mixes,
ready-to-cook (RTC) and ready-to-eat (RTE)
categories.
 PRODUCT REVIEW.
 MDH Masala is a name synonymous for quality
spices.
 Some of its products are:
 MDH Black Pepper
 MDH Deggi Mirch
 MDH Jeera Powder
 MDH Kashmiri Mirch Powder
 MDH Haldi Powder
 MDH Dhania Powder
 MDH WhitePepper
 MDH Lal Mirch
 MDH Kasoori Methi
 Blend Spices
4 p’s
PRODUCT- Some of its popular products are as follows: Garam
Masala, Deegi Mirch, Rajmah Masala, Sabzi Masala, Chunky Chaat
Masala, Chana Masala, Kitchen King, Shahi Paneer Masala, Kasoori
Methi, Meat Masala, Dal Makhani Masala
 PRICE- MDH is penetrating into the market by competitive pricing
strategy so as to maintain a firm hold on the consumer market. Apart
from the exceptions, the prices of spices vary from Rs. 25 to 70 for a
100-gram packaging, which is reasonable.
 PLACE- MDH moved its operations to Karol Bagh, Delhi after starting
well at Sialkot. Apart from the headquarters in Karol Bagh, the brand
has many manufacturing plants in Gurgaon, Sojat, Nagpur and even
Sharjah.
 PROMOTION- MDH has a unique selling proposition in terms of
its quality and traditional yet distinct flavors. It utilizes its USP in
all its promotion campaigns. From television, print media to all
its social media handles.
Competition.
It faces fierce competition from competitors
like –
EVEREST
CATCH
MOTHERS RECIPE
COOKIE
PRIYA
PUSH BRAND SPICIES
RAMDEV
NILION’S
Swot analysis.
STRENGTH- First mover advantage, leader in its field, Strong
Market presence, good quality.
 WEAKNESS- low penetration strategy in south India, Brand
ambassador is not the best thing, poor presence in non veg
category, etc
 OPPORTUNITIES- Venture into ready to eat food segment
present a huge opportunity for MDH. MDH has also ventured into
manufacturing and selling incense sticks, Hing, toothpowder and
soya, which increases its presence and encourages more shelf
space.
 THREATS- Company may remain complacent about its
dominating market share, and might lose out to its competitors.
Intervention of Government viz-a-viz import & export of spices is 
causing upheavals in the market hence affecting both demand
and  price
TARGET MARKET
 It includes more than 400,000 retail dealers, 1,000
wholesalers and super stockists so that products reach
customers at every sale-point via corner shops, local
shops, discount stores, convenience stores,
supermarkets and hypermarkets.
 The target market is mostly the common people of india
the people
 Almost all the consumer who consume these are have a
very strong taste and the prefer the company which
offers better quality.
Marketing objective
Price in the Marketing Mix Of MDH
Masala : MDH Masala has targeted every
household, restaurant, hotels associated
with food as its target customer by putting
its onus on traditions, purity and distinctive
flavours. It faces stiff competition in space
industry from several rival brands.
Thank you